"I don't feel a bit stiff (missing out) at all. There are a lot of quality players in that All-Australian squad but as players you don't go all out to try and get those awards," Rich told AAP of his All-Australian snub.

"You would rather be playing finals than have that award.

"I am more happy enjoying my footy and where we are as a footy team."

It's been 10 years since the Lions have featured in September action - not that Rich had to be reminded.

Back in 2009, he burst onto the AFL scene to clinch the Rising Star award before impressing in Brisbane's first finals game since 2004.

His booming left boot helped propel the Lions to an elimination final victory over Carlton in front of a packed Gabba in former premiership-winning captain Michael Voss's first year as coach.

Life was pretty sweet.

However, Brisbane have never featured in a finals game since.

Rich said enduring the Lions' lean years was tough but it made their rare finals berth all the more sweeter.

Not that the defender was satisfied.

"To experience the not-so-good times in the past and come out the other end and be back playing finals is kind of special," he said.

"It makes it a bit sweeter based on those tougher times of the past.

"But now we are there we are not going to sit on our hands. We want to push it as far as we can go.

"We understand if we play our best footy, and play our way we feel the possibilities are endless."